MARK301 Study Guide - Final Guide: Micromarketing, Digiorno, Psychographic
25 Jan 2015
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Companies know they can"t target all customers in the market (right relationship with right customers) Easier to measure than other types of variables. Age/life-cycle segmentation: divide a market into diff. age and life-cycle group. Gender segmentation: dividing a market into diff. segments based on gender. Household income segmentation: dividing market into diff. income segments (main ways car companies segment their market) Ethnic culture group: divide market into diff. segments based on ethnicity. Psychographic segmentation: divide market based on social class, lifestyle, and personality characteristics. Behavioural segmentation: divides buyers based on knowledge, attitudes, uses, or response to a product. Occasion segmentation: divide market based on occasions when buyers get the idea to buy, actually make their purchase or use the purchased item. (oj in morning) Benefit segmentation: dividing market based on diff. benefits that consumers seek from the product. (netflix offering diff. prices for diff. benefits of streaming)
